During the 0-0 draw in Lille last night (20 June) four Switzerland’s players had to replace their torn jerseys during the game following what appeared to be nothing more than regular tugs.
The kit failings led Swiss winger Xherdan Shaqiri to surmise: “I hope Puma does not produce condoms.”
In response to the incidents Puma released a statement saying: "Seeing our shirts being ripped in a match was the first time we have experienced such an issue."
"Five Puma teams have played 10 games in this tournament without such problems. Our product people are currently investigating the shirt material."
The negative publicity at a tournament being watched by an estimated two billion people will undoubtedly harm the German sports brand which is the third biggest kit supplier at Euro 2016, supplying kits to five of the 24 teams wearing kits produced by Puma.
A number of people on Twitter were quick to parody the brand's misfortune by highlighting the ease with which the strips ripped.
— JKB (@JayKayBee) June 19, 2016
Switzerland shirt maker, finally revealed. #EURO2016pic.twitter.com/FRqokLV3bC — Paul Cooper (@sound_coop) June 19, 2016
Wouldn't be happy if I'd bought a Switzerland shirt.
They seem like a rip off. pic.twitter.com/1mopt3E0xz
— Oddschecker (@Oddschecker) June 19, 2016
Adidas' was also left red-faced after the match ball, which retails at £105, burst when Antoine Griezmann was challenged by Valon Behrami.
Swiss team's Puma shirts tearing like paper. Adidas ball bursting. You can never rely on German efficiency! — Gary Lineker (@GaryLineker) June 19, 2016
In a statement, Adidas said: “We are looking into what happened. Incidents of this nature are extremely rare. The reason for the tear has not yet been identified but Beau Jeu has been widely praised by respected experts for its contribution to the exciting start to the tournament.”
Not a good night for either brand by the looks of it.